Energy Drink News
Breakdown of Top 15 Energy Drinks
Breakdown of Top 15 Energy Drinks Drinks Share of Energy Drink Market
(based on dollar sales)
Red Bull 42.6
Monster 14.4
Rockstar 11.4
Full Throttle 6.9
Sobe No Fear 5.4
Amp 3.6
Sobe Adrenaline Rush 2.9
Tab Energy 2.3
Monster XXL 0.9
Private Label 0.9
Rip It 0.8
Sobe Lean 0.7
BooKoo 0.5
Sobe Superman 0.4
Von Dutch 0.4 |
Energy Drink Industry
The energy drink industry, though in
some respects like other beverage industries, actually has some
important differences. The primary distinction of the energy drink
industry is the lack of one or two dominating companies. Although
RedBull currently has the corner on the market because of its
long-standing renown and popularity, there are many more competitors,
such as Energy Fizz or Sobe Energy, that are fighting for a top place
that will distinguish them from the myriad of others. Most of the small
companies that are involved in the energy drink industry do not yet have
a nationwide distribution, so their advertising techniques and
strategies are more specific and selective.
Many energy drink companies are directing their products at very
specific groups of consumers, such as extreme sports enthusiasts, video
game players, or the hip-hop crowd. In fact, many of the names of the
beverages clearly relate to one of these areas. Little, if any,
advertising for most of these energy drinks is done with television ads.
A good number of the companies sponsor extreme events and publicity
stunts to promote awareness of their product to the desired consumer
group. In addition to sponsoring public events, such as extreme sporting
contests or video game championships, other energy drink companies rely
on celebrity endorsements to promote their beverages. An example of
this strategy is Lil John and his energy drink Crunk. Although the
energy drink is unlike many of the other successful beverage industries,
its innovation and timely product development continue to develop it
into a profitable industry with great potential. |
1-2 of 2